Marketing: A Guide for Professional Marketers
This Guide provides a comprehensive introduction to the key principles, concepts and tools of marketing. It looks at the role of marketing and its relationship with other functions in an organisation, and explains the concepts of market orientation, segmentation, and consumer behaviour in both B2C and B2B contexts. It explains the process of marketing planning and how to prepare an effective Marketing Plan using insight from analysis of the external and internal marketing environment and from market research. Finally, it looks at the Marketing Mix, explaining each of the 7Ps in detail as well as how to use them and how to use the Marketing Mix in different contexts.
About the Author
Melissa Nixon has a BA in Business and Economics and an MBA from Warwick Business School specialising in marketing. She has many years’ business experience initially in Central Government as a researcher and strategist before becoming Director of Strategy and Resources for the Government Office for the East of England and then Director of Regeneration at the East of England Development Agency. She has also had many years’ diverse experience as a consultant and has worked for Cambridge Marketing College for the last 10 years developing study resources for the College’s delegates and alumni.